Eduardo Aparecido attempts to ride Rebecca Shumaker/5S Ranch/McManus's Strokin during the first round of the Nashville Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

Eduardo Aparecido attempts to ride Rebecca Shumaker/5S Ranch/McManus's Strokin during the first round of the Nashville Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

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Joao Ricardo Vieira rides Flying S/Buddy Garrett's Cowtown Slinger for 88.75 during the second round of the Tulsa Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

Joao Ricardo Vieira rides Flying S/Buddy Garrett's Cowtown Slinger for 88.75 during the second round of the Tulsa Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

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Rookie of the year Gage Gay is currently in spot No. 7. See him at the Oracle Arena Sept. 26 and 27.

Rookie of the year Gage Gay is currently in spot No. 7. See him at the Oracle Arena Sept. 26 and 27.

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Matt Triplett attempts to ride JD Nix's I'm a Panda Too during the second round of the Duluth Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

Matt Triplett attempts to ride JD Nix's I'm a Panda Too during the second round of the Duluth Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

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Matt Triplett. Oklahoma City Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

Matt Triplett. Oklahoma City Built Ford Tough series PBR. See him at the Oracle Arena Sept. 26 and 27.

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Wear a plaid shirt, like this snap-front Shasta ($59.95) from Ariat, to watch PBR at the Oracle Arena Sept. 26 and 27.

Wear a plaid shirt, like this snap-front Shasta ($59.95) from Ariat, to watch PBR at the Oracle Arena Sept. 26 and 27.

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Wear a fringe skirt, like this one from Ariat, to watch PBR at the Oracle Arena Sept. 26 and 27.

Wear a fringe skirt, like this one from Ariat, to watch PBR at the Oracle Arena Sept. 26 and 27.

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Fringe vest, $59.95, Ariat.

Fringe vest, $59.95, Ariat.

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Valencia Skirt, $99.95, Ariat

Valencia Skirt, $99.95, Ariat

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Turquoise Waterfall Big Sky jean from Ariat, $89.95.

Turquoise Waterfall Big Sky jean from Ariat, $89.95.

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Ariat Desert Holly cowboy boot ($209.95).

Ariat Desert Holly cowboy boot ($209.95).

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Ariat Desert Holly cowboy boot ($209.95).

Ariat Desert Holly cowboy boot ($209.95).

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Gold Rush boot, $189.95, Ariat.

Gold Rush boot, $189.95, Ariat.

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Gold Rush boot, $189.95, Ariat.

Gold Rush boot, $189.95, Ariat.

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Ruby Star Struck Skirt, $64.95, Ariat.

Ruby Star Struck Skirt, $64.95, Ariat.

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Cowboys and fringe at PBR in Oakland

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Quick: Name the Bay Area lifestyle brand that is both on Net-a-Porter and on the heels of real, live cowboys. Try cowboy boot authority Ariat, which is sponsoring the Professional Bull Riders event — and its cowboys — at Oakland’s Oracle Arena this weekend, starting tonight. Perhaps the least expected quintessential San Francisco company, Ariat is known for merging the craftsmanship of the Wild West with sportswear technology and innovation that characterizes these parts today.

We talked to Ariat’s Susan Alcala, vice president of partnership marketing, and Shane Holman, senior director of Western trends (who we’re told does barrel racing and cutting, and is an expert on all things Western wear) to ask all the questions we never knew we had about the rodeo. Here’s what we found:

What is PBR? Professional Bull Riders, not to be confused with the brewed libation of the same name, is all bull-riding, while a typical rodeo has multiple disciplines. The cowboys travel across the country to major cities and destinations, like Madison Square Garden, attracting a huge following in the process. Last year was the first year in about 10 that the event has come to Oakland. (See last year’s coverage here.)

How did Ariat come to be the official boot of the PBR? Being from Silicon Valley, Alcala says, Ariat has been a tech and innovation leader in the sport by marrying tech and performance with an authentic cowboy style. “The PBR is also an innovation leader, by breaking out and doing something that had never been done before.” So the partnership, she says, makes sense. Check out all the Ariat athletes here.

Who are the cowboys to watch? Ariat cowboy Joao Ricardo Vieira, from Brazil, is currently in the top spot. Gage Gay, in seventh, is a rookie and one to watch. Also keep an eye on No. 6 Matt Triplett and No. 8 Eduardo Aparecido. Check out all the athletes on PBR’s site.

Fun fact: Although the athletes wear traditional Western attire, from square-toed cowboy boots to jeans and long-sleeved, collared shirts, prepare for a bit of “flare” in the way of bright, fringed chaps when they compete. Don’t be shocked to see turquoise or zebra stripes — a habit developed originally to catch the eye of the judges.

But what does a normal person wear? This is a chance to indulge in full-fledged Americana, Holman says. And good news: This look happens to be incredibly trendy. Women go classic with on-trend fringe or flamboyant with “denim and diamonds.” Men wear belt buckles and plaid snap-front shirts — and, naturally, a pair of boots. “I think people almost shop for this night to feel included in this cowboy world,” Homan says. “They probably wouldn’t dress this way on a typical day.”